PhD Student | Marketing
4185 Grainger Hall

Biography

Nitisha is a doctoral candidate in Marketing at the Wisconsin School of Business. She holds a Bachelor's degree in Electronics and Instrumentation Engineering from VIT University, India and an MBA from the Indian Institute of Management Ahmedabad.

She gained professional work experience by working in managerial roles in Sales and Customer Marketing domains at the Star Sports network of Star India - a media and entertainment conglomerate.

Currently, her research is driven by the curiosity to examine identity projects, consumption and production practices, and legitimizing discourses in stigmatizing contexts. She is also deeply engaged in unraveling the idea of "community" - how it is conceptualized, enacted, and performed.

Research

Working Papers

Robinson, A. & Epp, A. & Tomar, N. (2020). The Seesaw of Loss and Hope: How Vaccine-Hesitant Parents Make Sense of and Experience their Choices to Engage in Oppositional Social Practices

Vijayalakshmi, A. & Tomar, N. & Kapoor, A. (2019). Impact of Religious Stigma on Consumption and Production Practices

Tomar, N. & Vijayalakshmi, A. (2019). The Bright Side of Darkness - The Effect of Ambient Lighting on Purchase Decision

Presentations

Association For Consumer Research (ACR) Proceedings (2020) The Interplay of Religious Discrimination/Segregation With Consumption and Production Activities

Consumer Culture Theory (CCT) Conference Proceedings (2020) The Impact of Stigmatization and Segregation on Markets and Capital

Consumer Culture Theory (CCT) Conference Proceedings (2020) The Seesaw of Loss and Hope: How Vaccine-Hesitant Parents Make Sense of and Experience their Choices to Engage in Oppositional Social Practices

Association for Consumer Research (ACR) Conference (2019) The Bright Side of Darkness - The Effect of Ambient Lighting on Purchase Decision

Consumer Culture Theory (CCT) Conference (2019) Marketplace performance of stigmatized consumers and producers

NASMEI (North American Society for Marketing Education in India) Conference (2018) Marketplace performance of stigmatized seekers and producers: The contextualized morphing of stigmatized identity in the marketplace